Product
Churn
Also known as: Customer churn & User churn
Plain English
How many users stop using your product.
Definition
Churn is the rate at which users stop using a product over a given period. It highlights where value is not being sustained and where users are dropping off.
In practice
Used to identify issues in serviceUser ExperienceImprove journeys, reduce friction, and make digital products clearer, simpler, and easier to move through.Open service, product value, or glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term by analysing where and why users leave.
In context
It gets attention when the total stops growing despite record sign-ups. The leak is the story: you are filling a bucket that is emptying just as fast, and more glossaryAcquisitionAcquisition is the process of attracting new users or customers to a product, service, or platform.Open glossary term will not fix it.
The reality
Churn is rarely random - it’s usually a clear signal that something isn’t working.
Compared with
Churn vs Bounce
Churn is someone who used the product and left. A bounce is someone who never started. Different problems, different fixes: one is a value problem, the other a relevance problem.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is churn?
Churn measures how many users stop using a product over time.
Why is churn important?
It helps identify problems with product value or experience.
How do you reduce churn?
By improving glossaryRetentionRetention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.Open glossary term, serviceUser ExperienceImprove journeys, reduce friction, and make digital products clearer, simpler, and easier to move through.Open service, and ongoing value.
What causes churn?
Poor experience, lack of value, or unmet expectations.
Related Services
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